杜晓-蒙顶山茶文化和其观光旅游价值.docVIP

蒙顶山茶文化及其观光旅游茶业价值 杜 晓,1、 2 ，陈书谦2 （1四川农业大学茶学系，四川雅安，625014，2蒙顶山茶业研究所，四川雅安，625014） 摘要：依据茶文化概念的内涵与外延，阐述茶文化、观光茶业与茶产业的关系；对蒙顶山茶文化旅游，从旅游资源和茶文化资源分析其丰富的内涵，采用旅游资源学方法对蒙顶山茶文化及其观光价值开展评价；在此基础上，提出了发展蒙顶山茶文化与观光旅游茶业的战略思路，就此进行了发展战略定位分析，提出了相应的发展思路。作者对蒙顶山茶文化传承、茶产品营销以及蒙顶山茶品牌打造提出了自己的学术观点，具有借鉴意义。 关键词：蒙顶山；茶文化；文化旅游；观光旅游茶业；茶产业；蒙顶山茶；蒙顶山茶品牌 中图分类号：S571.1 文献标识码: A Analysis on Tea Culture of Meng-ding Mountain and the Value of Sightseeing on Tea Industry Du Xiao1,2※, Chen shu-qian2 (1. College of Horticulture, Sichuan Agricultural University, Yaan 625014, Sichuan China; 2.? HYPERLINK javascript:showjdsw(showjd_0,j_0) Institute of tea industry in Meng-ding Mountain, Yaan 625014, Sichuan China) Abstract: In this paper, the relationship between tea culture, sightseeing tea industry and tea industry was elaborated based on the concept of tea culture connotation and extension meaning. The rich connotation of Meng-ding tea culture tourism was analyzed , from the aspect of tourism resources and tea cultural resources . The Meng-ding tea culture and its tourist value was evaluated with tourism resources discipline method. On this basis, a strategic thinking which was developing Meng-ding tea culture and tourism travel tea industry was put forward. And then, the development of strategic positioning analysis and ideas on related development were made. The authors put forward their own academic point of view of the Meng-ding tea culture heritage, the tea product marketing as well as building the Meng-ding tea brand, which made a reference difference. Key words: Meng-ding Mountain; tea culture ; cultural tourism; tourism tea industry; tea industry; Meng-ding tea; Meng-ding tea brand “茶文化”的广义概念是指人们在长期社会实践中所创造的与茶相关的物质财富和精神财富的总和；而狭义“茶文化”着重研究与茶相关的精神和社会功能[1]。“茶文化”的物质与精神财富的二重性赋予茶叶产品同时具备“饮料属性”和“文化属性”提升了茶叶价值；也赋予茶产业同时具备“物质财富”和“精神财富”生产的二重性，使现代茶产业有了更大的拓展空间。 文化旅游以“寻求文化享受”为目的，为当前旅游业的新时尚。文化旅游的过程就是旅游者对旅游资源文化进行体验的过程。茶文化旅游是以茶为载体和观赏对象，“寻求茶文化享受”大致包括以茶史遗迹、茶馆建筑、茶艺茶道和茶俗、茶与宗教等为主要内容；茶文化体验属于现代“观光农业”与“休闲农业”范畴，包括感知种茶、采茶、制茶，体